2.10 Means-end chains: What? How?

Question 1

Means-end chains: What?

Answer 1

Chain that connects means (functions) with ends (goals)

Question 2

Simple format is the A – C – V chain

Answer 2

Attribute –> consequence –> value

Question 3

Walker & Olson: format means end chain

Answer 3

concrete attributes  abstract attributes  functional consequence/psychosocial consequences  instrumental (extern)/terminal(intern) values

Question 4

Product knowledge tell us about

Answer 4

Consumers’ brand perceptions
- Which attributes/benefits do they associate with the brand?

Question 5

Self-knowledge tell us about

Answer 5

about Consumer’s “central aspects of self”Goals, values -> basis for motivation

Question 6

Walker Olson: MEC is tool to

Answer 6

to link products to consumers  generate consumer insights
MEC: connecting products with self

Question 7

Different MEC’s

Answer 7

• Consumers do not always form ONE MEC per product/situation
  Multiple attributes can lead to different MECs, but even same attributes can lead to different MECs!
• So it is not the attribute per se, but what attribute means to the consumer, that influences consumer decision making.

Question 8

means end chain how? 4 steps

Answer 8

data collection, analysis, presentation, interpreatation

Question 9

1. Data collection  interviews 3 steps

Answer 9

Establishing mindset
Uncover relevant list of attributes
Uncover means-end chains
- Laddering: keep asking why

Question 10

2. Analysis 2 steps

Answer 10

Coding of components of chain: what people were saying.
Aggregation: Counting components & (direct/indirect) paths-> “Simplified implications matrix”

Question 11

3. Presentation

Answer 11

From (individual) MECs to (aggregated) Hierarchical Value Map
- Cut off points for components & paths/links

Question 12

4. Interpretation

Answer 12

Figure out what it means, what are the core reasons?